For the past 20+ years I've helped brands get noticed. I've worked with Dove, H&M, Sheba, Volkswagen, Audi, Jaguar, Lynx, Levi's, McDonald's, Ben & Jerry's and the BBC, coming up with big ideas, leading teams, winning pitches and making work that people remember. Along the way the work picked up a few nice things: Cannes Lions, D&AD Pencils and Arrows. The longer I do this, the more I believe the same thing: the best ideas are usually the simplest. Not easy. Simple. I like clear thinking, sharp writing and creative direction without the ego theatre. Awards matter. Impact matters more. The best work manages both.